Social Media and Web 2.0 Fundamentals Webinar

Accolades Public Relations Social Media Power

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Neither the presenters nor their respective businesses directly endorse any tools discussed in this presentation. There are many social media tools out there, the tools featured here are only a select few that the presenters have had experience using with success.

With Deltina Hay of Dalton Publishing, Social Media Power, and PlumbSocial.com... Author of A Survival Guide to Social Media and Web 2.0 Optimization Featuring case studies from host Cynthia Baker of Accolades Public Relations

Why the Social Web?

No secret that it is the future of the Internet
Levels the playing field for small and large business
A static Website will no longer cut the mustard
Need an entire (Social) Web presence to succeed
SEO is not enough, need to increase your reach

The Social Web

Is more than just blogging and social networking

Media communities like Flickr & YouTube
Social bookmarking and crowd-sourced news sites like delicious & Digg
Viral widgets and social applications
Social media newsrooms
Document sharing sites like SlideShare and Scribd
Social pages like Squidoo and Hubpages

T ools are built using similar technologies so they are easily integrated
And the best part is that they are free!

Building a Solid Foundation in the Social Web

Create a strategy
Prepare your content
Implement and optimize your tools
Integrate your tools
Evaluate what is working

A Realistic Beginning Strategy

Blog
Facebook presence
LinkedIn profile
Twitter account
Flickr account
YouTube account

Preparing Your Content

Use Google Keyword Tool to Research good key terms (AKA keywords/tags)
Use them in:

Blogs:

In post body, within titles, as categories and tags

Social networking:

In profiles, postings, and status upgrades

Images and Video Clips:

In file names, descriptions, and tags

Implementing and Optimizing Tools: Blogs

What is a Blog?

Chronological and categorized list of entries
A blog is an RSS feed

What is an RSS feed?

RSS=Really Simple Syndication
A “simple” way to subscribe to information
New entries are “fed” to subscribers automatically
Think of it as a steady stream or flow of information...

Options for starting a blog:

Host it yourself (WordPress.org)
Free or nearly free options:

WordPress.com
Typepad.com
Blogger.com

Optimizing your blog:

Remember your key terms
Add your blog to FeedBurner.com
Use a good search engine optimization plugin
Add to many blog directories like Technorati
Make it easy for others to subscribe and share...

Blog Subscription Options (email or feed readers)

Subscribing to a Blog via Email (what the subscriber sees)

Subscribing to a Blog via Feed Readers (same post in a feed reader)

Implementing and Optimizing Tools: Social Networking (Facebook, LinkedIn)

Represent yourself authentically
Follow submission guidelines
Join or start groups
Use key terms in your profiles
Use applications to enhance your presence
Know the difference between a Facebook Profile and a Facebook Page...

A Facebook Page is for Your Business (www.facebook.com/business)

A Facebook Profile is for You

An Optimized Profile (LinkedIn)

An Optimized Profile (LinkedIn - further down the page)

An Optimized Profile (LinkedIn - further still down the page) Fill in all sections, include key terms, join groups, highlight businesses and experience...

Implementing and Optimizing Tools: Micro-Blogging (Twitter)

As a blogging tool: used for posting short posts or updates
As a social network: used to interact in real-time
Businesses and individuals gain “followers”

Implementing and Optimizing Tools: Micro-Blogging (Twitter)

Keep a consistent message
Use key terms in posts to aid in search
Utilize directories like WeFollow.com
Utilize tools like TweetDeck and HootSuite
Tastefully personalize your page using a tool like twitbacks.com
Use attribution when posting other's information

Twitter Profile

Twitter Post Optimized for “longevity”

Implementing and Optimizing Tools: Media Communities (Flickr and YouTube)

Share images on Flickr & Video on YouTube
Use key terms in:

Files names
Descriptions
Tags
Meta information
Landing pages

Create playlists on YouTube even if you don't have video of your own

Dalton Publishing's Flickr Account (long file names and descriptions that include key terms)

Dalton Publishing's YouTube Playlists (collection of video clips, not necessarily theirs)

Integrating Your Social Web Presence

Social Web is an integrated system
Make your tools work together using:

RSS feeds
Widgets & Badges
Applications & Plugins

Integrating with RSS Feeds (example of feeding other social sites into Facebook)

Integrated Facebook Profile (shows blogs and Flickr images that are fed in)

Integrating with Widgets & Badges (shows a Flickr badge, YouTube embedded gallery widgets, upcoming.org events widget, and FriendFeed widget)

Integrating with Applications (Facebook page with Flickr, RSS feed/blog, YouTube, and Bookshare applications)

What we have done so far...

Created our strategy
Prepared our content
Implemented and optimized our tools
Integrated our tools

Evaluate What is Working

Phase out tools that are not working
Integrate & optimize new tools carefully
Keep abreast of new features in existing tools
Be your own best judge of what is working and what is not...

Case Studies

Interactive Austin 2009 Objective

Increase IA09 conference visibility and attendance

Strategy

Use traditional online marketing and social media tools, including Twitter, LinkedIn and Facebook

Result

Gained visibility by over 2.4 million Twitter followers

Increased event attendance by 100 new attendees

Dell Factory Outlet loves Twitter Objective

Boost sales of Factory Outlet specials using Twitter as a channel

Strategy

Use Twitter to tweet unique coupon codes

Result

Dell sold $500,000 of DFO products directly attributable to the Twitter feed
@DellOutlet has over 547,000 followers

Mercury Mambo Business Development Objective

Hispanic marketing firm wants to demonstrate expertise in Hispanic markets

Strategy

Accolades PR assisted with technical set-up, content and strategies of their company blog

Result

Firm’s blog gained top 5 Hispanic marketing blog status
Blog helped establish agency’s credibility; gained speaking opportunities to provide Hispanic marketing training to PR firms.

Flamingo-A-Go-Go for Planet Cancer Objective

Increase community support, attendance at the annual fundraiser

Strategy

Use a combined social media & PR campaign, which could be duplicated in other cities

Result

In two months, the charity’s Facebook community grew from 0 to 712 members; 80,000 Twitter followers
Reached fundraising goals and maintained donations while most non-profits experienced 40% decrease in donations

Thank you for participating!

Buy the book at these trusted sources or wherever books are sold:

Amazon
Barnes & Noble
IndieBound

Cynthia Baker

@cynthiabaker
AccoladesPR.com & AccoladesCommunications.com
[email_address]

Deltina Hay

@socialmediapwr & @deltina
SocialMediaPower.com & PlumbSocial.com
[email_address]

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